ClickCease studied 1.8 billion clicks across 5000-plus online ad accounts globally to identify non-human, fraudulent and invalid clicks during the crisis.
Among 1.8 billion clicks, 14% of paid traffic was fraudulent and, 85% of click frauds originated from mobile devices. Though click fraud is a global phenomenon worth $2.4 billion, the problem has worsened on mobile devices during the peak pandemic months.
Invalid clicks on Android devices contributed to the majority of mobile click fraud, rising from 12% to 29% between May and June 2020. IOS-based mobile click fraud also increased from 2% to 12% during that period.
ClickCease CMO, Ilan Missulawin said search spend is important for advertisers, especially as businesses gear up for reopening after the lockdown. He also added, a large part of paid search spend is wasted on invalid clicks, “and this is now largely carried out on mobile devices.”
[2 minute read]